Fallon Cryer
🚀 People Person | Problem-Solver | Possibility Artist | Microsoft Americas Partner Community Lead
I've spent 20+ years in the tech partner ecosystem and I've seen it from a few seats: corporate, regional, and subsidiary roles at Microsoft; executive leadership inside Microsoft partners; and consulting for the GTM agencies that serve them.
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I keep coming back because partners are where the magic happens! Today I wear three hats as an independent consultant: 🚀 Helping tech founders scale their businesses🤝 Leading partner community engagement strategy on behalf of the Microsoft Americas Partner Team across LinkedIn and YouTube (via Transcends) 🏆 Writing Partner of the Year award submissions for Microsoft and AWS partners each award season, turning great work into recognitionI come to this as an operator: nearly a decade at Microsoft (Corp, APAC + Australia Sub), COO of a top Microsoft Dynamics partner through its acquisition by DXC Technology, doubled revenue at a GTM agency serving Microsoft, Intuit, and Sage, founded and grew an agency from zero to $5M and 50 people in under three years, and led a $33M global business across 30+ countries. 🌍 Philosophy: kindness is a superpower. Empathy, respect, and genuine care for others aren't soft, they're how the best teams get built. 🎸 Off the clock: classic rock, new tech, tennis and a proud advocacy of pineapple on pizza. Also open to board and advisory conversations. Let's connect!
GTM Index
- TRANSCENDSJOB
- Microsoft Americas Partner…0M
Microsoft Americas Partner Community Engagement Lead
Transcends
As a consultant with Transcends, I lead partner community engagement strategy on behalf of the Microsoft US Partner Team, building connection and momentum across the US partner ecosystem on LinkedIn and YouTube. Our goals is to help: - Cultivate a dynamic, welcoming community on LinkedIn and YouTube that fosters meaningful connections between partners - Develop engagement strategies that keep partners informed and plugged into the resources and programs that matter most - Champion a sense of belonging within the partner community, encouraging active participation and collaboration
- Alliance GTM Consultant1Y 1M
Alliance GTM Consultant
Transcends
Back at Transcends in a specialist contract role, I write Partner of the Year award submissions for Microsoft and AWS partners, turning great customer outcomes into winning stories. Award submissions are a craft: distilling a year of partner impact into a narrative that judges remember. I combine deep partner-ecosystem knowledge with sharp storytelling to help partners earn the recognition their work deserves. Fun fact: I wrote and won my first Microsoft Partner of the Year award in 2003 and my submission have finalized or won every year I've submitted.
- Chief Operating Officer (C…2Y 11M
Chief Operating Officer (COO)
Transcends
As COO at Transcends, I lead operations and sales strategy for a high-performing GTM agency serving top tech brands like Microsoft, Intuit, and Sage. I’ve helped double revenue, expand our team, and improve profitability by streamlining delivery, optimizing resourcing, and building scalable systems that align with the needs of the tech channel. I specialize in operational leadership, sales enablement, and partner program design—driving measurable growth through clear processes, high-impact assets, and repeatable GTM execution. My focus is always on delivering results that accelerate sales and create leverage for our clients and their partner ecosystems.
- CERCLOSJOB
- Board Chair1Y 8M
Board Chair
Cerclos
As Board Chair, I guided Cerclos' transformation from a services business into a scalable SaaS company, positioning it for long-term growth and industry leadership. Cerclos, through its eTool platform, helps organizations measure and reduce whole-life carbon in buildings and infrastructure. I drove strategic clarity, governance discipline, and stakeholder alignment across founders, investors, and the executive team — scaling the company's impact in decarbonizing the built environment.
- BEEDANCEJOB
- Co-Founder3Y 4M
Co-Founder
beedance
As co-founder of beedance, I helped scale the agency from zero to $5M in revenue and a 50-person team in under three years. We delivered high-impact event and marketing solutions for global brands—turning complex challenges into measurable outcomes. I pioneered a contractor-first workforce model, building a flexible, high-performing global team that could scale quickly and deliver at the highest level. From leading the digital pivot of the world’s largest Anesthesiology conference to elevating the Scripps National Spelling Bee experience, we created moments that moved people—and business.
- NTTJOB
- Global Managing Dir - Digi…8M
Global Managing Director - Digital Engagement (formerly Arkadin)
NTT
As Managing Director of Digital Engagement, I led a $33M global business across 30+ countries and 19 languages, delivering high-impact virtual experiences at scale. My team specialized in end-to-end webinar and virtual event delivery, partnering with platforms like ON24 and Intrado to drive audience engagement and business results. We served as strategic advisors—owning execution, tech delivery, and measurable outcomes for some of the world’s largest virtual events.
- DXC TECHNOLOGYJOB
- Chief Operating Officer (C…10M
Chief Operating Officer (COO), HomebuilderONE (formerly Sable37)
DXC Technology
Following the acquisition of Sable37 in 2018, we rebranded to DXC Technology and I transitioned to lead the global HomebuilderONE team. Finalise the acquisition, and help accelerate growth, recruit, retain and look after our people, improve efficiency and maximize profitability. I oversaw the daily operations of the business, managing key functions including Sales, Marketing, Professional Services, Development, Human Resources, IT, Telesales, and Facilities. HomebuilderONE, powered by Microsoft Dynamics 365 for Finance and Operations is the new industry standard. A modern, intelligent cloud application designed to meet the unique needs of the homebuilding industry-- offering unrivaled fun…
- VP Global Operations (COO…1Y 5M
Vice President Global Operations (COO & CMO) formerly Sable37
DXC Technology
As a key leader in a top Microsoft Value-Added Reseller (VAR) specializing in Microsoft Dynamics, I played a pivotal role in driving business growth, operational efficiency, and preparing the organization for acquisition. I implemented scalable business strategies and operational frameworks to ensure sustained growth, profitability, and risk mitigation across a global footprint spanning North America, Australia, New Zealand, the Middle East, and India. I led cross-functional teams across Human Resources, IT, Marketing, Telesales, and Facilities, aligning operations with Microsoft’s evolving partner ecosystem and optimizing sales and service delivery for Microsoft Dynamics 365 and cloud-bas…
- MICROSOFTJOB
- Business Group Lead | Asia2Y 7M
Business Group Lead | Asia
Microsoft
Led the overall Business Lead community for Microsoft Business Solutions (Microsoft Dynamics) in Asia. Tasked with recruiting and developing the regional team and working with teams across India, Japan, GCR & APAC ($880M) to help ensure strategic planning and successful execution of the global strategy. Core remit was building and onboarding a team following significant investments across the region, as well as the development of business/marketing strategy and execution plans to support area/subsidiary product revenue, scorecard attainment, share goals and long-term product brand health. Led planning rhythm across Marketing, Sales, Partner, Tele and Services teams to take an ‘end-to-end’ v…
- Group Mgr8M
Group Manager | Global Relationship Marketing (Channel)
Microsoft
Led team responsible for all to-partner marketing and communications for the Microsoft Worldwide Partner Group. Directly responsible for helping to drive a consistent and valuable experience for our 440,000 Microsoft partners worldwide, managed a team of 7 direct reports and a total team of ~25 people including vendors. In this role, I was directly responsible for program membership defining strategy and driving executional excellence in how we enroll, engage, enable, activate and renew partners in our ecosystem and communicate with the estimated 12-15M individuals employed by these partners. Responsibilities include, revenue-generation through enrollment and renewals with a target of >$40M…
- Senior Partner Mktg Mgr, M…3Y 3M
Senior Partner Marketing Manager, Microsoft Dynamics
Microsoft
Responsible for Global Partner Marketing & Lead Management Strategy, driving growth and profitability through improving the capability and effectiveness of our partners. Working closely with product, partner, operations and marketing teams. Designed and directed the workstreams that identify and implement the best partner marketing model and infrastructure across all products and partner types and work with subsidiary teams to assist and guide the implementation of the strategy. This includes a strong focus on our end-to-end lead flow process and how we can optimize it to correctly balance the role of partners and Microsoft. I also worked with the Product and Partner organizations to advise…
- Senior Audience, Industry…2Y 7M
Senior Audience, Industry & Partner Marketing Manager
Microsoft
Responsible for owning and managing the Audience, Industry and Partner marketing strategy, budget and campaign execution both directly to-customers and through/with partner. This includes working directly with channel partners as the liaison between them and the Through-Partner Marketing agency for the planning, execution, campaign management pipeline management and reporting of integrated marketing campaigns.
- INFORJOB
- Mktg Mgr - Australia & New…1Y 2M
Marketing Manager - Australia & New Zealand
Infor
As the Regional Marketing Manager, I was responsible for marketing planning and execution across three business units and two countries (Australia & New Zealand). Working within a strict budget, I focused on driving lead generation activities to build pipeline and facilitate the sale of Infor’s Supply Chain, Demand Planning and Financial software solutions.
- SONATA SOFTWAREJOB
- Global Mktg & Communicatio…3Y 4M
Global Marketing & Communications Manager (Formerly Scalable Data Systems)
Sonata Software
Led the planning and execution of all marketing and communications initiatives, nationally and internationally. This role saw a strong focus on the development and implementation of lead generation strategies via direct response initiatives with a focus on Industry-specific targeting. Reporting directly to the Managing Director and working to a rigid budget that was sustained by the orchestration and maintenance of a strategic marketing relationship with Microsoft.
- AUSTRALIAN BROADCASTING CORPORATIONJOB
- Broadcast Journalist11M
Broadcast Journalist
Australian Broadcasting Corporation
Started as an Intern, was then employed on long-format news programs such as Australian Story & Landline, later progressing to be a Journalist for National Nightly News and daily radio content.
- Job: Sonata Software — Global Marketing & Communications Manager (Formerly Scalable Data Systems) · 2002-12 – 2006-04 — Led the planning and execution of all marketing and communications initiatives, nationally and internationally. This role saw a strong focus on the development and implementation of lead generation strategies via direct response initiatives with a focus on Industry-specific targeting. Reporting directly to the Managing Director and working to a rigid budget that was sustained by the orchestration and maintenance of a strategic marketing relationship with Microsoft.
- Job: Infor — Marketing Manager - Australia & New Zealand · 2006-04 – 2007-06 — As the Regional Marketing Manager, I was responsible for marketing planning and execution across three business units and two countries (Australia & New Zealand). Working within a strict budget, I focused on driving lead generation activities to build pipeline and facilitate the sale of Infor’s Supply Chain, Demand Planning and Financial software solutions.
- Job: Transcends — Alliance GTM Consultant · 2025-07 – present — Back at Transcends in a specialist contract role, I write Partner of the Year award submissions for Microsoft and AWS partners, turning great customer outcomes into winning stories. Award submissions are a craft: distilling a year of partner impact into a narrative that judges remember. I combine deep partner-ecosystem knowledge with sharp storytelling to help partners earn the recognition their work deserves. Fun fact: I wrote and won my first Microsoft Partner of the Year award in 2003 and my submission have finalized or won every year I've submitted.
- Job: DXC Technology — Vice President Global Operations (COO & CMO) formerly Sable37 · 2016-10 – 2018-03 — As a key leader in a top Microsoft Value-Added Reseller (VAR) specializing in Microsoft Dynamics, I played a pivotal role in driving business growth, operational efficiency, and preparing the organization for acquisition. I implemented scalable business strategies and operational frameworks to ensure sustained growth, profitability, and risk mitigation across a global footprint spanning North America, Australia, New Zealand, the Middle East, and India. I led cross-functional teams across Human Resources, IT, Marketing, Telesales, and Facilities, aligning operations with Microsoft’s evolving partner ecosystem and optimizing sales and service delivery for Microsoft Dynamics 365 and cloud-bas…
- Job: Cerclos — Board Chair · 2023-06 – 2025-02 — As Board Chair, I guided Cerclos' transformation from a services business into a scalable SaaS company, positioning it for long-term growth and industry leadership. Cerclos, through its eTool platform, helps organizations measure and reduce whole-life carbon in buildings and infrastructure. I drove strategic clarity, governance discipline, and stakeholder alignment across founders, investors, and the executive team — scaling the company's impact in decarbonizing the built environment.
- Job: Microsoft — Group Manager | Global Relationship Marketing (Channel) · 2013-07 – 2014-03 — Led team responsible for all to-partner marketing and communications for the Microsoft Worldwide Partner Group. Directly responsible for helping to drive a consistent and valuable experience for our 440,000 Microsoft partners worldwide, managed a team of 7 direct reports and a total team of ~25 people including vendors. In this role, I was directly responsible for program membership defining strategy and driving executional excellence in how we enroll, engage, enable, activate and renew partners in our ecosystem and communicate with the estimated 12-15M individuals employed by these partners. Responsibilities include, revenue-generation through enrollment and renewals with a target of >$40M…
- Job: NTT — Global Managing Director - Digital Engagement (formerly Arkadin) · 2019-01 – 2019-09 — As Managing Director of Digital Engagement, I led a $33M global business across 30+ countries and 19 languages, delivering high-impact virtual experiences at scale. My team specialized in end-to-end webinar and virtual event delivery, partnering with platforms like ON24 and Intrado to drive audience engagement and business results. We served as strategic advisors—owning execution, tech delivery, and measurable outcomes for some of the world’s largest virtual events.
- Job: Microsoft — Business Group Lead | Asia · 2014-03 – 2016-10 — Led the overall Business Lead community for Microsoft Business Solutions (Microsoft Dynamics) in Asia. Tasked with recruiting and developing the regional team and working with teams across India, Japan, GCR & APAC ($880M) to help ensure strategic planning and successful execution of the global strategy. Core remit was building and onboarding a team following significant investments across the region, as well as the development of business/marketing strategy and execution plans to support area/subsidiary product revenue, scorecard attainment, share goals and long-term product brand health. Led planning rhythm across Marketing, Sales, Partner, Tele and Services teams to take an ‘end-to-end’ v…
- Job: Microsoft — Senior Partner Marketing Manager, Microsoft Dynamics · 2010-04 – 2013-07 — Responsible for Global Partner Marketing & Lead Management Strategy, driving growth and profitability through improving the capability and effectiveness of our partners. Working closely with product, partner, operations and marketing teams. Designed and directed the workstreams that identify and implement the best partner marketing model and infrastructure across all products and partner types and work with subsidiary teams to assist and guide the implementation of the strategy. This includes a strong focus on our end-to-end lead flow process and how we can optimize it to correctly balance the role of partners and Microsoft. I also worked with the Product and Partner organizations to advise…
- Job: Microsoft — Senior Audience, Industry & Partner Marketing Manager · 2007-09 – 2010-04 — Responsible for owning and managing the Audience, Industry and Partner marketing strategy, budget and campaign execution both directly to-customers and through/with partner. This includes working directly with channel partners as the liaison between them and the Through-Partner Marketing agency for the planning, execution, campaign management pipeline management and reporting of integrated marketing campaigns.
- Job: Transcends — Chief Operating Officer (COO) · 2022-08 – 2025-07 — As COO at Transcends, I lead operations and sales strategy for a high-performing GTM agency serving top tech brands like Microsoft, Intuit, and Sage. I’ve helped double revenue, expand our team, and improve profitability by streamlining delivery, optimizing resourcing, and building scalable systems that align with the needs of the tech channel. I specialize in operational leadership, sales enablement, and partner program design—driving measurable growth through clear processes, high-impact assets, and repeatable GTM execution. My focus is always on delivering results that accelerate sales and create leverage for our clients and their partner ecosystems.
- Job: Transcends — Microsoft Americas Partner Community Engagement Lead · 2026-08 – present — As a consultant with Transcends, I lead partner community engagement strategy on behalf of the Microsoft US Partner Team, building connection and momentum across the US partner ecosystem on LinkedIn and YouTube. Our goals is to help: - Cultivate a dynamic, welcoming community on LinkedIn and YouTube that fosters meaningful connections between partners - Develop engagement strategies that keep partners informed and plugged into the resources and programs that matter most - Champion a sense of belonging within the partner community, encouraging active participation and collaboration
- Job: DXC Technology — Chief Operating Officer (COO), HomebuilderONE (formerly Sable37) · 2018-03 – 2019-01 — Following the acquisition of Sable37 in 2018, we rebranded to DXC Technology and I transitioned to lead the global HomebuilderONE team. Finalise the acquisition, and help accelerate growth, recruit, retain and look after our people, improve efficiency and maximize profitability. I oversaw the daily operations of the business, managing key functions including Sales, Marketing, Professional Services, Development, Human Resources, IT, Telesales, and Facilities. HomebuilderONE, powered by Microsoft Dynamics 365 for Finance and Operations is the new industry standard. A modern, intelligent cloud application designed to meet the unique needs of the homebuilding industry-- offering unrivaled fun…
- Job: Australian Broadcasting Corporation — Broadcast Journalist · 2002 – 2002-12 — Started as an Intern, was then employed on long-format news programs such as Australian Story & Landline, later progressing to be a Journalist for National Nightly News and daily radio content.
- Job: beedance — Co-Founder · 2019-09 – 2023-01 — As co-founder of beedance, I helped scale the agency from zero to $5M in revenue and a 50-person team in under three years. We delivered high-impact event and marketing solutions for global brands—turning complex challenges into measurable outcomes. I pioneered a contractor-first workforce model, building a flexible, high-performing global team that could scale quickly and deliver at the highest level. From leading the digital pivot of the world’s largest Anesthesiology conference to elevating the Scripps National Spelling Bee experience, we created moments that moved people—and business.
- School: Griffith University — Bachelor of Business Communications, Business/Corporate Communications
- School: Michigan State University — Human Resources Management Professional Certificate
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